바이오미미크리를 활용한 파사드 디자인 프로세스 개발 : 브랜드 커뮤니케이션 향상을 위한 브랜드 체험관의 파사드를 중심으로

Abstract

A façade should provide sustainable brand communication to enhance customers’ visual experience of the brand. A biomimicry approach is used to develop new and innovative façade of a brand experience center. The goal of this study is to develop a design process for façades using biomimicry. Biomimicry design principle is applied to a façade to deal with the design process step by step. The objectives of this study is as follows. The first objective is to investigate and analyze the cases of existing façades of brand experience centers. The second objective is to apply the process of designing a façade using biomimicry. The third objective is to evaluate biomimicry based facade design process and to propose the directions for the façade design. The research methods include a case study and a computational simulation of façade design. For the façade simulation, a parametric design tool is utilized to implement architectural algorithms and to derive new design results by applying the biomimicry approach to the existing façade. As a result of applying the biomimicry design process, a newly proposed façade concept of the automobile brand experience center enhanced customers’ visual experience of the brand. While the existing glass façade is fixed and static, the new façade design is more interactive and dynamic. The results prove that the bio-inspired façade of the brand experience center appears as a kinetic façade expressing vibrant aesthetics and improving brand communication.